Do you triangulate your Social Marketing to achieve the greatest level of results when conducting business development or stakeholder relationship development?

1. Intelligent
Management Inc.
Social Marketing
December 7, 2011

2. What We’ll Cover
1. How to leverage the big three –
Facebook, LinkedIn and blogging – to
maximize lead generation
2. Easy ways to measure results so you can
continuously improve your marketing ROI
3. Harnessing the untapped potential of
social marketing to reach new markets

3. Definition of Social Marketing
• Marketing that uses pre-existing social networks
to produce increased brand awareness, through
self-replicating viral processes
• It can be enhanced by the Internet through the
use of video, blogging, e-blasts or e-zines, or
text messaging
• The ultimate goal is to create viral messages
that appeal to customers and prospects with a
high probability of being spread by these
individuals in their communications with others
in a short period of time

5. Marketing Tools For An F500 Corporation
Most Control/Higher ROI
Radio Billboards/
POP
TV
Print
Market Direct
Research
Mail
Consumer
Telemarketing Publicity
Social
Promotions
Marketing
Least Control/Lower ROI Website

6. The Realities of Marketing For
Entrepreneurs & Non-Profits
• Marketing tools that are used by large companies don’t
always scale effectively for smaller businesses and non-
profits – large companies can afford to lose money on
marketing and you cannot
• Stick to the things that are low cost/no cost and can be
effectively measured
• The web offers a lot of effective options for smaller
businesses – IF YOU KNOW THE RIGHT ONES AND STICK
TO DEVELOPING & MEASURING THEM
• A marketing campaign is successful if…
• …it covers the cost of acquiring new
customers/clients/contributors

7. What Do We Mean By Cost of
Acquisition?
Cost of Campaign = $5,000
Divided By Your Avg. Dollar Sale = $500
Equals = ?
A. 9 new clients
B. 11 new clients
Campaign Success/Failure = $5,500

9. Facts About Websites
• Millions of companies have one
– It’s almost expected that you have one today…
• Most are poorly designed for web commerce
– lack solid SEO and are designed to
disseminate info and not produce sales
• Because of the way most sites are designed,
customers must know you to find you…
• SO, WHAT GOOD IS A WEBSITE IF
CUSTOMERS DON’T KNOW YOU?

10. About 391,000 results (0.25 seconds)

11. About 4 million results (0.21 seconds)

12. Web Browsing
You

14. The Fundamentals of Marketing
Are AMPLIFIED on the Internet
1. Customers must have a compelling reason
to buy FROM YOU (STRONG USP) and not
your competition
2. Customers must be able to find YOU
3. IT’S YOUR JOB TO MAKE IT EASY FOR
THE CUSTOMER – Not Their Job!!!

15. What Most Clients Tell Me
I’ve Done It All And It
Doesn’t Work!
• LinkedIn
• Facebook
• Twitter
• YouTube
• E-Blasts & E-Zines

16. Time To Face The Music
• If your LinkedIn, is incomplete it won’t help
you
• If you don’t blog, or you don’t use your
keywords when you blog, it won’t help you
• If you don’t ask for referrals on LinkedIn, or
Facebook testimonials and “likes”, then it
won’t help you
• If you don’t provide online offers or
promotions then your social marketing
WON’T HELP YOU…

18. It All Starts With Your Unique
Selling Proposition (USP)
• How do you know if you are
communicating the right messages?
• How do you know if you are differentiating
yourself from your competition?
• How do you know if you are making
yourself compelling?
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19. How To Create A Strong USP
• Interview your top customers and ask them why they
bought from you?
• Obtain data from trade associations that represent you –
almost all have some opinion research that you can buy
to learn more about market nuances?
• Visit your top competitors websites and/or read their
literature – because if you both are saying the same
thing you are not unique!
• Establish A Google Keywords Campaign
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21. Triangulation
Your Website
Your Blog

22. Importance of Social Marketing
and Triangulation
• Gives you maximum web coverage using
all available popular platforms
• Increases your SEO, which further
improves your visibility with your target
customers
• Organically increases your USP

23. The Power of
• Over 100 million users and growing
• Ideal for B-2-B, but also for B-2-C
• Thousands of discussion groups that can
be “mined” for leads
• Thousands of users that can be “mined”
for leads
• Excellent tools that enable you to make
your USP a living entity

24. The Power of

25. The Power of

26. The Power of
• Over 600 million users and growing
• Ideal for B-2-C, but B-2-B is growing
• The “Like” feature is an instant
advertisement
• A great referral generator
• Excellent tools that enable you to make
your USP a living entity

28. The Power of Blogging
• You can self-publish literally dozens of
articles that establish yourself as a subject
matter expert
• These materials can stay evergreen for as
long as you want
• If properly “keyworded”, blogging can
exponentially increase your SEO

29. The Power of Blogging
• You can self-publish literally dozens of
articles that establish yourself as a subject
matter expert
• These materials can stay evergreen for as
long as you want
• If properly “keyworded”, blogging can
exponentially increase your SEO

30. The Power of Blogging
• You can self-publish literally dozens of
articles that establish yourself as a subject
matter expert
• These materials can stay evergreen for as
long as you want
• If properly “keyworded”, blogging can
exponentially increase your SEO

31. The Power of
• Bought by Google for $1.85 BILLION –
ties directly into your SEO
• Today, you can buy a webcam for $29.00
• People like to buy from people they get to
know
• Video is one of the fastest ways for people
to learn whether you have what they need
WITHOUT your having to be there!

32. The Power of

33. Why Is SO Cool!
• How many of you text message every
day?
• About 100 million Twitter users have 8 or
more followers
• What would happen if your text messages
not only increased your SEO but pulled in
more people to follow you at the same
time?

34. There Are Rules!
• CAN-SPAM Act of 2008
– Enforced by the Federal Trade Commission
– Carries serious penalties, if enforced
– Violations can get you banned from the web,
or subject you to penalties and fines
– http://www.ftc.gov/opa/2008/05/canspam.shtm

35. Observations
• Most of what you’ve seen, took time, but
not much money…
• You are able to track all of your lead
generation, either through click throughs,
Google Analytics, creating online forms, or
by asking people when they contact you
• Using SM and triangulation you are able to
constantly push your information out to
your target customers

36. Conclusions
• For entrepreneurs getting the most out of the web is
really determined by carefully balancing the full utilization
of the right platforms and tools
• If you don’t have the time to do these things yourself, it is
very easy to hire inexpensive specialists to do the work
for you
• The most critical thing you must do is to measure the
effectiveness of your activities so you know what’s
working that should be continued and what is not
working that should be changed
• But the key is that you control your own marketing
activities at very little cost

37. Special Offer
• A special offer if you are not • Two hours of coaching
already a client: that:
– Receive a complete web – Analyzes all of your web-
assessment and a web marketing based activities
plan. – Determines strengths and
areas of improvement
– Establishes a game plan to
• Normally a $2000 value, you’ll
help you implement
receive a complementary enhancements
assessment. – Receive coach facilitated
support in implementing
the plan that we develop

38. Intelligent
Management Inc.
Special Offer
Call Joshua Slavitt
At 203-727-7868
“Luck” Favors The Prepared